Why is Nancheng Lane so hot?

Because Nanchengxiang focuses on three major items, rice fragrance, string fragrance and wonton fragrance. Different from other catering formats, fast food is a high-frequency and fixed-group consumption format, so it needs rich products.

However, a rich product does not mean that the product will not be too hard or too wet. The most ideal product structure is "dry and wet collocation". For example, wonton is wet, covered rice is dry, and mutton skewers are positioned as leisure products, so there is no burden on consumption.

Business strategy:

1. Change the organizational structure and streamline the front line of personnel authorization.

At that time, there were only about 20 stores in Nancheng Lane, but there were more than 40 headquarters employees including general manager, director, regional manager and supervisor. The structure is bloated and the efficiency of uploading and distributing is extremely low.

By streamlining personnel and focusing on the front line, all departments and personnel at the headquarters who can't create value have been laid off. In the end, there were only four or five people left at the headquarters. These people fulfilled the duties of the service department, directly contacted the front line, solved problems for the front line, and maximized their own value.

Then, let these personnel diverted from the headquarters go to the front line to create value for the company, become store managers, contract stores to them, give them the right to make decisions, operate and innovate, and give incentives and suggestions according to the completion of tasks to encourage them to do their own stores well.

For front-line employees such as fritters and skewers, the most traditional piece-rate wage model is adopted to get more for more work on the basis of basic salary and activate their work enthusiasm.

2, firm brand positioning, do full-time community catering.

When other fast food restaurants generally only provide markets in the afternoon and evening, and the business hours are five or six hours, Nancheng Lane starts with breakfast and the business hours are extended to 14 hours. Cook breakfast in the morning, lunch at noon, afternoon tea and dinner at night. Whenever customers come over, there is something hot to eat.

In order to give full play to the advantages of full-time operation, Wang Guoyu further positioned Nancheng Lane as a "community restaurant", which has entered the community in an all-round way when everyone is unwilling to be a community store.

Although the customer base in the community requires higher cost performance, the pressure of store operation will be correspondingly greater, but if these customers are served well, the store will have a group of most loyal repeat customers.

3, adjust the business model, mainly three.

In 20 14, the business model of Nancheng Lane is still very diversified. Among them, seven or eight stores have done the self-selection mode, and the business is not bad. However, Wang Guoyu believes that this model has problems and will not go too far. For example, the quality is difficult to control, selling "leftovers" every day, and there is no core product that customers can remember.

If Nancheng Lane wants to last for a long time, it still needs to sell high-frequency products, such as wonton, mutton kebabs and covered rice. These products have a wide audience, strong vitality and are not easy to be eliminated.

Therefore, he decided to cut off this self-selection mode, return to his original heart, focus on what he is best at, locate the three core items-wonton, mutton skewers and covered rice, and play the slogan of "rice-flavored wonton", focusing on vegetarian food, combining dry and wet, supplemented by other snacks and drinks, so that customers can eat fully, well and healthily.

At the same time, in order to gain the trust of customers and attract customers to the store, Nanchengxiang put forward "five promises", including the visibility of raw materials; Meals that have not been served for more than 10 minutes are free; Free buffet of fruit side dishes; Add rice for free; Unqualified products are returned free of charge.

These "five promises" helped Nanchengxiang get a large number of repeat customers, and at the same time forced Nanchengxiang to continuously optimize its business model. For example, in order to ensure that the meal is completed within 65,438+00 minutes, the team must try every means to balance taste and efficiency, and resolutely refuse to cook wonton in a small pot instead of a large pot.

4. Increase revenue channels and exchange "marginal profit" for take-away.

In 20 15, take-out has just started. When most catering enterprises choose to wait and see, Wang Guoyu keenly thinks that this is the big trend in the future, so he mobilizes stores to start making take-away. The profit of fast food take-out is very low, so we use "marginal profit" to do it.

The store is still catering-oriented, and the manpower and resources for take-out are few, such as setting up an independent take-out window to improve the efficiency of sales and take-out food delivery; Cooperate with the take-away platform, hand over professional things to professional people, and the store is only responsible for delivering food.